I finally read The Washington Post article about Kamala Harris's TikTok team, and it was worth the wait.
What I loved most was seeing the recognition of Harris’s social team and the work they’re doing behind the scenes. People often assume that social media is simply something left for interns, downplaying the level of strategy, creativity, and decision-making it requires.
Harris’s team, made up entirely of Gen Zers, is proving that social media isn’t just a job for anyone—it’s an essential part of modern campaigning that requires unique expertise.
The Gen Z Social Media Team
Harris’s team is all under 25, and they’re reshaping what political campaigning looks like, especially on platforms like TikTok.
What sets their strategy apart is the authenticity and speed they bring to the table.
They’re quick to capitalize on trends, humor, and internet culture, which is a game-changer when engaging younger voters. These voters are more inclined to scroll past traditional campaign content, but when they see something that feels native to their social space—like Harris’s Dance Moms video mocking Trump’s debate performance—they stop, watch, and engage. That video alone has racked up over 7 million views.
It’s not just about posting for the sake of it, though. Every piece of content is part of a broader strategy.
There’s an art to making it look effortless while staying relevant and aligned with campaign goals. Harris’s team has mastered that balance. While humor and memes are often at the forefront, the posts are meticulously planned and executed with an eye toward driving home key campaign messages.
The Fast-Paced World of Political TikTok
One of the things that struck me about this article was how Harris’s TikTok team works in near real-time. T
hey can create, edit, and post content in a matter of minutes—something most political communications teams would struggle with due to layers of approvals and checks.
I’ve seen great content die on the vine because the approval process took too long. Harris’s team has a rapid response plan, allowing them to move quickly when something happens that requires immediate action.
For example, when Trump made a debatable comment during his speech, Harris's team quickly edited a video, added humorous commentary, and posted it while the topic was still hot. This ability to adapt and respond at the speed of TikTok’s fast-moving trends is what keeps them ahead of the game.
Key Takeaways from Harris’s Social Media Strategy
There are a few standout lessons from Harris's social media approach that are applicable not just in politics but to any person or brand looking to engage on platforms like TikTok:
- Authenticity Wins: Harris’s team creates content that feels real, relatable, and not overly polished. That authenticity resonates with TikTok’s younger audience. You can’t just push a message—people want to feel like they’re part of the conversation, not being lectured to.
- Speed Matters: Harris's team's ability to respond to events in real time has given it a massive edge. The internet moves fast, and so do its users. A rapid response plan is essential if you want to keep up and stay relevant.
- Social Media Is a Strategy, Not Just Posts: A lot of people think running social media is just about hitting publish, but that’s far from the truth. Behind the scenes, there’s thoughtful planning, trend analysis, and constant creativity. Harris’s team is a great example of how strategic social media can drive engagement and shape narratives.
- Gen Z Influence: With a team of digital natives, Harris’s strategy is tailored to a generation that lives and breathes social media. Gen Z understands internet culture, and they know how to speak the language of TikTok—something that’s essential for political campaigns looking to connect with younger voters.
The Bigger Picture: Social Media as a Campaign Necessity
What Harris’s team is doing speaks to something much bigger. It’s not just about having a presence on TikTok or social media—it’s about understanding the medium, knowing your audience, and delivering content that feels genuine.
But let’s not forget—managing a social account, especially one for a high-profile political figure, is no small feat. From developing rapid-response plans to ensuring posts align with broader campaign goals, staying relevant requires more than just posting a funny video. The ability to combine humor, relevance, and political messaging is an art, and Harris’s team is showing us all how it’s done.
As more campaigns adopt this kind of social-first strategy, it will be interesting to see how other politicians adapt. However, one thing is clear: the future of political campaigning will be shaped by those who can think and move as fast as social media itself.